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Protective skin care comprises UV protection, supported by UV filters, defense against air and light pollution, supported by anti-pollution and blue light breakthroughs, and holistic skin protection, led by the probiotic/microbiome revolution.

During a briefing conducted at in-cosmetics Global, Maria Coronado Robles, senior consultant, Euromonitor International, outlined the consumer sentiments and growth opportunities among products and markets around the globe.

Consumer Sentiment Driving Trends

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According to Euromonitor data:

16% of surveyed consumers looked for anti-pollution benefits in skin care in 2017

25% reported taking supplements or vitamins daily

25% of Gen Z consumers are looking for anti-pollution claims, compared to 16% of millennials

53% felt they could make a difference in the world with their choices

61% are worried about climate change

Protective Skin Care Ingredients

Robles explained that the key protective ingredients include:

“Other” protection

UV filters

DNA protection

Microbiome-friendly (but non-probiotic)

Biomimicry

Anti-pollution

Botanicals

Vitamins

Niacinamide

Ascorbic acid

Etc.

Probiotics

Prebiotics that feed probiotics

Live probiotics

Deactivated/dormant probiotics

Tyndallized/heated probiotics

Postbiotics such as hyaluronic acid and lactic acid

Microbiome-friendly materials that support biome balance

Lysates—cells with walls/membranes that have been broken in order to render their components more bioavailable

Top Anti-pollution Markets Ranked

According to Euromonitor data, the markets with the greatest citation of anti-pollution as the most-desired skin care benefit in descending order were:

Asia Pacific

Latin America

Middle East and Africa

Western Europe

North America

Notably, Latin America’s population will significantly over-index for urbanized populations by 2030, compared to global rates. This portends will for vastly increased demands for anti-pollution solutions.

Top Regional Product Type Growth Opportunities for Anti-pollution

According to data presented by Robles, the top product format opportunities in Asia Pacific are:

Probiotic Claims on the Market

Probiotic concepts are already being introduced to the marketplace, even as brands seek out the right balance of microbiome-friendly/supportive approaches. The claims have already shown up in personal care, anti-aging and dermocosmetics.

Key Anti-pollution and Probiotic Challenges & Opportunities

The effectiveness of anti-pollution concepts is determined by how well formulations and product formats can address the diverse number of pollutants, geographical variations, variations of conditions depending on time of day and seasonal shifts.

Similarly, probiotics face consumer confusion, a lack of standardization among ingredients and microbiome-supporting strategies, as well as technical and regulatory barriers, including EU limitations on microbe levels per ml of product.

Robles concluded by noting that savvy brands can succeed by expanding anti-pollution claims into sun protection and hair care, by offering more robust protection, such as supporting the skin barrier, and integrating technical innovations such as data collection, wearables and apps.

In addition, brands can expand probiotics into categories such as hair and dermocosmetics, offer protection from environmental aggressors, deliver anti-aging claims, and personalize products through microbiome fingerprinting and genetically modifying microorganisms to support microbiome wellness.